Antecedents to selection and usage of online video streaming platforms: a grounded theory approach

Owing to the rising global competition in the online video streaming space, service providers require a thorough understanding of viewers' psychology behind their online video consumption. In this light, the present work conducts in-depth interviews with viewers to comprehend the antecedents behind their selection and usage of online video streaming platforms. Grounded theory is employed to identify theoretical categories emerging from the interviews using the constant comparative method. The interview dataset is coded and analysed using a three-step process: open, axial, and selective coding. The mined themes align with the uses and gratifications theory, such as the content (variety, originality, availability, globality, and virality), process (recommender system, shared usage, easy access, easy to use interface, interactive platform, and review system), social (social approval, and social influence), and hedonic gratifications (entertainment). Other findings unveil viewers' device preferences (private vs. public viewing, comfort, and mobility constraints), several individual factors (sense of accomplishment, curiosity, loneliness, boredom, impatience, and digital confidence), and ways to push viewer's binge-watching behaviour. The study concludes by offering valuable guidelines for managers and potential research questions for future researchers.